1. Getting Actions from Analytics SAScon 20th May 2011 Paddy Moogan, SEO Consultant

2. You can download slides and notes at the end

3. What key metrics should you be tracking?

4. Metrics that are actionable Why measure stuff you can’t do anything about?

5. Metrics that help you get shit done Fighting internal battles with solid data is vital

6. Everything else... Meh!

7. Metrics that are actionable

8. Ecommerce Websites Report the Customer Voice

9. % Visitors who view product pages

11. Improve internal site search

14. Look what keywords get higher AOV

17. Make sure results are clear

18. Enhance results with images

19. Include discounts / deals in resultsMore info:http://www.google.com/support/analyticshelp/bin/answer.py?answer=1012264

20. Non-Ecommerce Sites More info:http://www.google.com/support/conversionuniversity/bin/answer.py?hl=en&answer=77162

21. Page Load Speed More info: http://analytics.blogspot.com/2011/05/measure-page-load-time-with-site-speed.html

23. At worst, you’ll make visitors happierMore info: http://www.distilled.net/blog/seo/site-speed-for-dummies-part-2-%e2%80%93-how-to-do-it/

25. Is a page linked to sitewide? Effect?

27. Task Completion http://www.4qsurvey.com/

28. Share of Search Landscape SEOmoz appear for 37% of Keywords

30. Form Field Tracking

32. Improve or remove them

33. Track as events in Google Analyticshttp://www.google.com/support/forum/p/Google%20Analytics/thread?tid=2f68242ec3babf7a&hl=en

34. Branded v Non-Branded Traffic Awesome for justifying SEO spend

35. Conversion Rate Don’t just look at this

37. Which dimensions convert best?

39. Fighting Internal Battles

40. Client site migration led to losing lots of content

41. Client didn’t understand value of the content

43. Billions of pages crawlable by Google

44. Developers didn’t like SEO tasks

45. Showed them this Plus Revenue